Last week haircare brand Pantene posted a video showcasing all-too-frequent situations in which women find themselves giving an unnecessary apology. The video then plays each situation again, this time presenting women with strong, confident voices.
This video, among others like Dove’s Real Beauty Sketches, signals a powerful shift as brands use their promotion power to spread messages about deeper issues, rather than just pushing products.
Pantene has expressed that this video is meant to highlight gender norms that can hold women back. Instead of apologizing when asking a question or entering a room, Pantene encourages women to “be strong and shine.”
by Jennifer Dagdigian